8 Best Market Research Tools [Free & Paid Options]

About market research and finding the best market research tool.
  1. What is market research?
  2. 4 Benefits of market research
  3. 5 Free market research tool
  4. 3 Paid market research tool
  5. Conclusion

Helping to find the best market research tools. Are you looking for free or paid options? We got you covered.

What Is Market Research?

Market research is the process of collecting and analyzing information about customers, competitors, and the overall market to make informed business decisions.

It helps companies understand their target audience, identify market trends, assess demand for products or services, and evaluate the effectiveness of marketing strategies.

Market research provides valuable insights that enable businesses to minimize risks, maximize opportunities, and stay competitive in the marketplace.

4 Benefits of Market Research

The market research industry has experienced substantial growth. This growth can be attributed to the numerous benefits that market research offers.

Businesses aiming to enhance their products or launch successful marketing campaigns would face significant disadvantages without conducting market research.

Before delving into the best market research tools, it is essential to understand the importance of market research.

1. Understanding the Needs of the Target Audience

By conducting market research, you ensure that your target audience remains the focal point of every decision you make. Understanding their needs and desires allows you to customize your products, marketing strategies, and customer experiences accordingly.

This approach helps minimize negative customer experiences, as just one or two can prompt 64% of customers to switch to a competitor.

2. Identify New Opportunities

Market research tools also aid in identifying new business opportunities and potential threats. Engaging with customers and comprehending their behavior often reveals untapped prospects.

Similarly, by monitoring competitors, you can identify any potential risks that may pose a threat to your business if not addressed promptly.

3. Help You to Create Customer Personas

Moreover, market research assists in creating customer personas, which greatly enhance the effectiveness of your marketing efforts. Customer personas are fictional representations of your ideal consumers, detailing their characteristics and buying motivations.

With well-defined customer personas, you can ensure that every product and marketing decision is tailored to appeal to at least one customer persona. This approach enables you to develop marketing campaigns that cater specifically to each persona.

4. Help You to Stay Competitive

Ultimately, leveraging market research is crucial to staying competitive. Statistics indicate that 6 out of 10 marketers utilize consumer research to drive their decision-making processes.

Making well-informed decisions based on market research often leads to more effective marketing campaigns. Therefore, without market research, there is a genuine risk of your company falling behind competitors.

5 Best Free Market Research Tools

Google Trends is one of the best free market research tools – it has a data visualization feature for the searches.

Google Trends is a powerful and popular tool provided by Google that allows users to explore and analyze the popularity and interest in specific search terms over time. It provides valuable insights into the search behavior of users, offering a wealth of information for market research, content creation, and understanding trends.

Introduced in 2006, it tracks the popularity of search topics on Google over time and by location. For instance, it allows you to observe the precise number of people who searched for WordPress in the United States this year or how searches related to Wix.

The most common use of Google Trends is to track changes in the popularity of a search term over time. By simply entering a term of interest, Google Trends presents you with a line graph showcasing the term’s popularity. It assigns it a score ranging from 0 to 100.

Additionally, you have the option to compare different terms to gain further insights and make meaningful comparisons.

2. Think with Google

Think With Google has a free resource library for market research.

Think With Google is a lesser-known tool from the search giant, but its power and usefulness are not diminished by its relative obscurity. It serves as a free resource library filled with facts, figures, and insights. All this is based on Google’s own data and other research, providing a significant boost to your marketing efforts.

If you’re seeking a comprehensive understanding of the marketing landscape, Think With Google serves as an excellent starting point. By exploring the platform, you can discover marketing trends, gain insights into the latest consumer behavior, and find the information necessary to drive your marketing strategy.

The website is divided into four main sections: Consumer Insights, Marketing Strategies, Future of Marketing, and Tools. Each section offers valuable resources tailored to different aspects of your brand.

The first three sections are self-explanatory, providing insights and information related to consumer behavior, marketing strategies, and future marketing trends, respectively. The Tools section serves as a digital marketing toolbox, consolidating various research tools offered by Google. Such as Find My Audience and Market Finder, in a single location for easy access.

By leveraging Think With Google, you can tap into a wealth of knowledge and gain valuable insights. It can enhance your marketing efforts and inform your strategic decisions.

3. U.S. Census Bureau

The U.S. Census Bureau is a government agency.

The U.S. Census Bureau is a government agency responsible for collecting, analyzing, and disseminating data about the United States population, economy, and geography. It operates under the U.S. Department of Commerce and conducts various surveys and censuses to gather information that informs public policy, business decisions, and research.

The U.S. Census Bureau website is a valuable resource for market research, offering free access to U.S. census data. With over 130 surveys conducted annually by the Bureau of the Census, the website provides a comprehensive and reliable source of information. It is used by the government to allocate billions of dollars in federal funds.

The website allows you to search and explore the data by applying various filters, such as age, location, and income.

Additionally, it offers data visualization tools that present some of the datasets in a visually appealing format.

One interesting application of this data is to filter the results using your business’s NAICS (North American Industry Classification System) code. It helps to identify the geographical areas and demographics where your industry is most popular. This can be a valuable strategy to uncover new target markets if your business operates in a specific region of the country.

The U.S. Census Bureau plays a critical role in providing comprehensive and reliable data about the U.S. population, economy, and geography. Its data is essential for policymakers, businesses, researchers, and individuals to understand demographic trends, make informed decisions, and plan for the future.

4. Reddit

Reddit is a great free platform which can be used as a market research tool.You can check your target market andaudience.

When it comes to free market research tools, Reddit stands out as one of the best options available. Reddit boasts a massive user base and offers valuable insights. tool for market research.

With over 57 million daily active users spread across more than 200 countries, it’s highly likely that a portion of your target audience can be found on the platform. Reddit provides a free and accessible platform centered around communities known as subreddits. This is where like-minded individuals engage in discussions about shared interests.

To locate your specific audience on Reddit, you can utilize the subreddit search tool. By entering relevant keywords related to your industry or niche, such as “WordPress”, you can generate a list of relevant subreddits dedicated to that particular topic.

Engaging with these subreddits allows you to observe discussions, gather insights, and understand the perspectives and needs of your target audience. It can serve as a valuable resource for market research, as you can identify trends, challenges, and preferences within your industry.

By leveraging Reddit as a market research tool, you can tap into a vast online community, gain valuable insights, and inform your marketing strategies based on the discussions and sentiments found within relevant subreddits.

5. Quora

Quora can help you to gain insights into your target market 's pain points

Quora serves as an excellent free market research tool for gaining insights into your audience’s pain points and finding effective solutions can be achieved by understanding the questions they ask.

If you’re unfamiliar, Quora is a worldwide platform where users can ask questions on a wide range of topics. Other users, often providing their credentials, contribute answers to these questions.

It functions as a platform where individuals seek answers to their queries, and a diverse range of users, including experts and content creators, provide valuable responses.

To leverage Quora for market research, utilize its search tool to look for keywords relevant to your industry. By doing so, you can find discussions and questions related to your area of interest. This allows you to gain insights into the topics that resonate with your target audience, understand their concerns, and discover potential pain points they experience.

Engaging with Quora enables you to access a wealth of knowledge and perspectives from various experts and individuals in your industry. By monitoring and participating in relevant discussions, you can gather valuable insights that can inform your marketing strategies, content creation, and product development.

By utilizing Quora’s search functionality, you can tap into a vast repository of user-generated content and leverage it as a powerful market research tool to better understand your audience and address their needs effectively.

3 of the Best Market Research Tools – Paid Options

1. SurveyMonkey

SurveyMonkey is a great survey creation tool.

SurveyMonkey stands out as one of the top survey tools available, renowned for its popularity and effectiveness. Each day, the platform facilitates the answering of over 20 million questions, highlighting its widespread usage and trust among users.

The company offers an enterprise-grade platform that simplifies the process of creating, distributing, and analyzing surveys. With a collection of more than 200 customizable templates, users have a diverse range of options to start a survey.

Surveys can be conveniently shared through various channels, including links, emails, social media platforms, and embedded web pages. Once responses are collected, users can explore individual answers in detail or take advantage of SurveyMonkey’s custom reports. It creates charts to visualize the data effectively.

With its user-friendly interface, robust features, and extensive options for customization, SurveyMonkey proves to be a valuable tool for businesses and individuals. It helps in gathering feedback, conducting market research, and deriving meaningful insights from survey data.

2. Qualtrics

Qualtrics stands out as a comprehensive market research tool, offering a wide range of features that cover the entire research process.

With Qualtrics, you can seamlessly create advanced surveys, segment markets, and analyze data, all within a single platform. Whether you want to design a new survey or upload an existing dataset, Qualtrics provides the necessary tools to collect and analyze data effectively.

The platform offers statistical tests and visualizations to derive meaningful insights from your research.

One notable advantage of Qualtrics is its ability to assist with finding respondents for your surveys. Instead of spending time searching for participants, Qualtrics enables you to access a representative sample of your target audience directly through the platform. This streamlines the research process and ensures you gather data from the desired demographic.

To help users make the most of the platform’s capabilities, Qualtrics offers on-demand training resources. These resources provide guidance and support. Allowing users to optimize their research projects and leverage the full potential of the Qualtrics platform.

With its comprehensive suite of features, respondent recruitment capabilities, and accessible training resources, Qualtrics is a valuable tool for businesses and researchers seeking to conduct in-depth market research and gain valuable insights from their target audience.

3. Typeform

Typeform is a powerful tool with pre built survey templates.

Typeform presents itself as an alternative to SurveyMonkey. It is offering a survey-based market research tool with a user-friendly design and a plethora of ready-made templates.

This platform simplifies the creation of forms and online surveys, allowing you to easily gather customer feedback. With over 500 million digital interactions annually, Typeform has established itself as a popular choice. It can seamlessly integrate with numerous other applications.

When using Typeform, you have the flexibility to format your questions in various ways, including multiple-choice, scale ratings, and open-ended responses. This versatility enables you to collect both quantitative and qualitative data effectively.

Additionally, the platform offers conditional logic, allowing you to dynamically adjust the survey structure based on respondents’ answers.

One standout feature of Typeform is the unique respondent experience it provides. Unlike traditional survey tools, Typeform presents respondents with one question at a time, creating a user-friendly and less overwhelming interface. This approach enhances the user experience and has the potential to increase survey completion rates.

With its intuitive design, diverse question formatting options, and interactive respondent experience, Typeform offers a compelling solution for conducting market research and collecting valuable insights from your target audience. Its extensive integration capabilities further enhance its versatility and usefulness in the realm of survey-based market research.


In conclusion, market research tools are essential for businesses seeking to gather valuable insights and make informed decisions in today’s competitive landscape. These tools enable businesses to understand their target audience, identify market trends, analyze competitors, and optimize their marketing strategies.

Whether you’re a small startup or a large enterprise, leveraging market research tools can provide a competitive advantage and drive business growth.

Finding the best tools to gain market research data or to create market research surveys can be hard.

When it comes to free market research tools, Google Trends and Think With Google are highly recommended.

Google Trends offers real-time search data and trend analysis, while Think With Google provides valuable industry insights and consumer behavior trends based on Google’s data. Both tools are accessible, user-friendly, and can provide valuable information to inform your marketing efforts.

For paid options, SurveyMonkey and Qualtrics are widely recognized and popular choices.

SurveyMonkey offers powerful survey creation and data analysis features, allowing businesses to gather customer feedback and conduct market research. Qualtrics, on the other hand, provides a comprehensive platform for advanced survey research, customer experience management, and market insights.

Ultimately, the best market research tools for your business will depend on your specific needs, budget, and industry. It’s recommended to assess your research objectives, explore different options, and choose the tools that align with your goals and provide the most relevant and actionable insights.

By leveraging the power of market research tools, businesses can gain a deeper understanding of their target market. You can make data-driven decisions, and stay ahead in a rapidly evolving business landscape.

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What is a market research tool?

A market research tool is a software or online platform that helps businesses collect, analyze, and interpret data to gain insights about their target market, consumer behavior, industry trends, and competitors.

Why are market research tools important?

Market research tools are important because they provide businesses with valuable data-driven insights that help them make informed decisions, develop effective marketing strategies, identify opportunities, mitigate risks, and stay ahead of the competition.

What are some popular market research tools?

Some popular market research tools include Google Trends, Think With Google, SurveyMonkey, Qualtrics, SEMrush, Google Analytics, social media listening tools like Hootsuite or Sprout Social, and customer feedback platforms like UserTesting or Hotjar.

How can market research tools help in identifying the target market/audience?

Market research tools can help identify target audiences by providing demographic data, psychographic information, and consumer behavior insights. They allow businesses to segment and analyze their customer base, identify key characteristics of their target audience, and tailor their marketing efforts accordingly.

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